B2B marketing statistics, facts and figures

Analytics

Only 40% of b2b companies use the majority of analytic capabilities and consider ourselves as experts. (Dimensional Research & Progress, 2016)

50% of websites of b2b companies have implemented responsive design, 45% offer click-to-chat features. (eMarketer, 2016)

Lead generation

90% of b2b marketers believe in account-based marketing (ABM), but only 20% have in marketing strategy (Sirius, 2015)

The most important factor in lead generation is lead quality (Formstack, 2016)

B2b brands with inbound marketing can save over $14 for each new customer acquired (Openview, 2015)

91% of buyers never respond to an unsolicited inquiry (No more Cold calling, 2015)

Marketing automation

55% of B2B companies adopting marketing automation solutions (Email Monday, 2016)

27% of b2b companies outsource all or part of marketing automation, 51% combines outsourcing and in-house solutions, 22% uses in-house only (Ascend2, 2016)

63% of surveyed b2b companies expect to get results from marketing automation within six months after implementation (Ascend2, 2016)

17% b2b marketers consider marketing automation as very beneficial, 57% quite beneficial, 26% see limited or no benefit (B2bmarketing.net, 2015)

The most useful marketing automation tools are analytics (52%), campaign management (46%), lead nurturing (46%) and email marketing (42%) (Ascend2, 2016)

Content marketing

B2b content marketers underline lead generation (85%), sales (84%) and lead nurturing (78%) as essential goals for 2016 (Content Marketing Institute and Marketing Profs, 2016)

55% b2b marketers unsure on content marketing electiveness (Content Marketing Institute and Marketing Profs, 2016)

In average b2b companies spend 28% of marketing budget to content marketing(Content Marketing Institute and Marketing Profs, 2016)

84% of b2b prospects consume more than 2 content assets before make a purchase (Eccolo Media, 2015)

Top reasons for launching content-enabled campaigns: generate more leads (74%), move prospects through the sales funnel (68%), and educate audience to convert later on (68%)(SnapApp, 2016)

Product brochures, White papers and Case studies most influential assets in b2b decision-making process (Eccolo Media, 2015)

37% of B2B marketers have a dedicated content marketing strategy (in comparison with 61% of top performers) (Content Marketing Institute and MarketingProfs, 2016)

72% of B2B marketers measure content marketing effectiveness and ROI (in comparison with 88% of top performers) (Content Marketing Institute and MarketingProfs, 2016)

65% of B2B marketers use buyer personas in content marketing plan and targeting (eMarketer, 2016)

Content-enabled campaigns have 5-10% higher click-through and 10-20% open rates than traditional campaigns (DemandGen, 2016)

Social media

Industry-specific b2b forums are 5 times more effective than Twitter (Base One via Imagination, 2016)

52% of SMB marketers estimate social media channel as a communication channel for their products and services (Salesforce, 2016)

94% of b2b marketers use LinkedIn. Instagram is the fast-growing app, used by only 29% (Content Marketing Institute and Marketing Profs, 2016)

Most-shared Facebook content for b2b brands is video (BuzzSumo, 2016)

More than a half of b2b marketers use paid ads in social medias (Content Marketing Institute and Marketing Profs, 2016)

Advertising

Industry-specific b2b forums are 5 times more effective than Twitter (Base One via Imagination, 2016)

Technology

B2B Marketers want Artificial Intelligence (AI), but do not know how to implement it: 60% agree that it’s difficult to integrate with existing technologies, 46% – additional education needed, 42% – will require higher costs (Wakefield Research, 2016)